the next major step towards sustainable meat consumption in Switzerland: After in the last few years, many meat products have found their way into the supermarket shelves, soon to come real meat, but no animal died: Migros has been involved in their production, a subsidiary of M-industry in the Israeli Startup Aleph Farms.

The Business: Steaks from stem to connect the cells. The cows are taken from cells, which hurts. These grow in a nutrient solution to a whole piece of meat. The meat products are to attain within a few years of market maturity, in a Migros Communiqué of noon today.

Lots of competition

Eliana Zamprogna, Head technologist of the M-industry, is quoted as follows: “We see in the field of cultured meat products have a large market potential that can meet the world’s increasing meat consumption in the long term. With Aleph Farms we have found the ideal Partner to our customers in the future, an attractive Alternative to conventional meat and plant-based products.”

Total collected for the Israeli in this investment round of $ 12 million. However, not only of M-industry, but also from Venture Capital funds Vis Vires New Protein, and the US Mega-conglomerate Cargill.

The Migros in the area of cultured meat products have a large market potential, which could meet the world’s increasing meat consumption in the long term. Migros could shape with the participation of the development in the “alternative meat production”. On the other hand, you could be the expertise of the Migros-own meat TERS processor Micarna put in, and the “cell-based” meat-a wide access to the market allow for, say it.

“What are you buying?”

The Migros is lagging behind however, Coop something. Because the meat and food processors Bell, a subsidiary of Coop, has already begun nearly a year ago in the art of meat. Bell was involved at the time, the Dutch company Mosa Meat, which is specialized in the production of “cultured beef” directly from animal cells.

Mosa Meat emerged from a project of the University of Maastricht, and is supported by Google co-founder Sergey Brin (45) million.

“If you go ten years in the supermarket, you will have the choice between two types of burgers,” said the Professor, Mark Post, as Sunday views visited him in 2016 in his lab in Maastricht. The Professor of physiology, said: “For a cow died, she made greenhouse gases and consume a lot of resources. For the other this is not true. Taste and price are the same. What are you buying?”